07 Sep 2023 --- Dove has launched a #FreeThePits campaign to encourage women everywhere to reject underarm stereotypes and embrace their armpits. The series of initiatives was inspired by the Dove Underarm Confidence Survey in 2022. Eighty percent of female respondents believe society promotes an “ideal” underarm. Most say the “ideal” underarm should be hairless, smooth, odorless and even-toned. Eighty-two percent of women feel embarrassed by their underarms.
